Intel strips in-house creative agency to focus on B2B

December 03, 2018 / Erica Sweeney

Intel is disassembling its internal creative group Agency Inside, following a shift in strategy and an executive shakeup, Ad Age reported, citing a person familiar with the matter. The agency, which employed about 90 people, has started laying off staff but will keep about 30 people, according to sources cited in the report. The move follows Intel's decision to devote fewer resources to consumer-facing marketing and focus more on business-to-business. The shift could benefit Intel's external agencies, such as McGarryBowen, the company's creative global agency of record for consumer marketing, and TBWA, which handles B2B.